France

A year like no other saw the 2020 Six Nations paused in March and not resumed until the start of the 2020-21 season in October.

The French Cycling Federation (FFC) has renewed its equipment supplier contract with the Italian cycling apparel brand ALÉ until 2024.

Organisers of the Paris 2024 Olympic and Paralympic Games have selected eight sports marketing agencies to find international brands for the events' domestic sponsorship programme

French Ligue 1 football club Girondins de Bordeaux has signed a sponsorship deal with Spanish car brand Cupra

Four of France’s flagship national sport federations have opted to utilise their own kit suppliers at the Paris 2024 Olympics rather than Le Coq Sportif, the central kit supplier signed up by the Paris 2…

French Ligue 1 club LOSC Lille has extended with its kit supplier, New Balance. The multi-year renewal builds on an association which first began at the start of the 2016-17 season

Swedish endurance sports apparel brand Craft will become kit supplier to French Ligue 2 club Toulouse FC from next season

European asset management company Amundi has struck a five-year deal with the Ladies Professional Golf Association to become the title sponsor of the Evian Championship

The Amaury Sport Organisation, organiser and promoter of the Tour De France, has signed up paint brand AkzoNobel as an official supplier to the event

The French arm of insurance company Allianz has extended its naming rights deal for the Allianz Riviera, home ground to the French Ligue 1 club OGC Nice, until 2030

Europe’s most powerful football associations – of England, France, Germany, Italy and Spain – hold sponsorship portfolios worth about €392.6m ($472.6m) in the 2020-21 season. Of

Japanese bicycle component manufacturer Shimano has stepped up its involvement in cycling by signing with the Amaury Sport Organisation (ASO), organisers of events including the Tour De France

Supermarket chain Aldi has taken its first steps into the esports market in France through 'official partner' deals with esports organisations Team Vitality and Solary, as well as the French League of…

French sportswear brand Le Coq Sportif has made its first step into the esports market by acquiring the kit supply rights at French esports club GameWard

Chinese smartphone brand Oppo’s campaign around the 2020 French Open spanned online and on-site initiatives to promote the 5G Find X2 Pro handset, primarily targeting young adults.

Official airline Emirates activated its rights around the delayed 2020 French Open to promote the fact that, post lockdown, its Dubai-Paris flights had restarted.